PHILIPPINES, APRIL 2011 – The Philippines’ top-selling fashion magazine, Preview, heats up the month of April by collaborating with the country’s top creative agency in the Campaign Brief Asia rankings, DM9 JaymeSyfu, to celebrate Earth Month in a fashionable way.
"Preview’s creative director Vince Uy was actually inspired by the press campaign we did for GABRIELA’s fashion show, Project Runaway," said DM9 JaymeSyfu Managing Partner and Chief Creative Officer Merlee Jayme. "For their Earth Month special issue, we were asked to feature one major environmental problem–and we chose the imminent water shortage by 2025."
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The 10-page collaboration, entitled “Below Precipitation”, stresses the relevance of sustainability and the environment. The team transformed the beautiful island resort of Bellarocca in Marinduque into a hot desert landscape to recreate an image of the world without water. The azure waters of the resort were replaced by fine golden sand, emphasizing the imminent scarcity of water. The combination of vivid imagery of a waterless post-apocalyptic world and well-thought out captions produced a masterful spread that remind the reader of the importance of preserving one of the planet’s most precious resources.
The April 2011 issue, featuring Toni Gonzaga on the cover, is now available at newsstands and bookstores. Preview is a publication of Summit Media.
CREDITS:
Writer: Merlee Cruz-Jayme
Art Director: Eugene Demata
Designer/FA ArtistL Allan Montayre
Shoot Director: Vince Uy
Styling: Daryl Chang
Make-up: Owen Sarmiento
Hair: Vianney Guese
Models: Vanessa Matsunaga/Deny Barros
